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React.com is betting redesign boosts ads

By Published on .

React.com launches its redesigned teen-targeted site today with new features and advertising sponsorship opportunities.

React.com is the year-old online complement to React, a weekly newspaper published by Conde-Nast's Parade and distributed in Sunday newspapers. The redesign includes an enhanced news section, rotating interactive games, local newspaper branding, a store finder and a "Take Action" database that helps teens find ideas on volunteering.

"Part of the restructuring is now the different sections have unique identities, and that creates unique advertising sponsorship opportunities," said Sarah Cohen, React senior editor-new media.


Bunny Fensterheim, React VP-advertising, said React.com expects the Take Action volunteer area and a new "What's In/ What's Out" section to be two hot areas for sponsorship.

No new advertisers or sponsors have been signed, but React.com has about 40 existing advertisers including Reebok, Coty, the WB and UPN TV networks, NBC Studios and Jive Records.

React.com plans to revise its rate card for January, but current ad rates range from $35 to $100 per thousand impressions. A second option for advertisers is a package buy of the React network, both print and online products.

Copyright November 1997, Crain Communications Inc.

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